Fredric Zinn
Analyst · Scott Stember with Sidoti
Thank you, Jeff, and thank you, all, for joining us on the call today. On our previous calls, during 2011, we talked about our key long-term goals and today, I'd like to update you on where we are now on those long-term goals. One of our primary goals and a key to Drew's success over the years has been growth in our content per towable RV and this does remain a major element of our continuing strategy. As is evident from the $230 increase in our content per towable RV in 2011, we continue to accomplish this goal through acquisitions, new product introductions and other market share gains. At current industry shipment rates, this $230 content growth adds nearly $50 million in annual revenues for Drew. The acquisitions we completed in 2011 will provide significant additional content growth in 2012 as we will include new revenues for a full year.
Likewise, we have begun to make progress on our second long-term goal of diversification to adjacent markets. In recent years, we have expanded how we define ourselves recognizing that we make great products, not just for RVs and manufactured homes, but we make great products in general, and many of them like axles, windows, slide-outs, furniture chassis, awnings and a whole myriad of others can be used outside of our core markets of towable RVs and Manufactured Housing. For example, our products can be used in motorhomes, in cargo horse and utility trailers, in truck caps, in buses and modular housing, as well as in the aftermarket as replacement components for RVs and manufactured homes. We anticipate that market diversification will provide us with a wealth of opportunities to continue to grow well into the future. In 2011, our sales to adjacent markets increased by $19 million to $45 million for the year. The aggregate additional potential for our products in these markets is several hundred million dollars annually. Capturing significant additional share of any of these markets won't be quick and it will not be easy just like it wasn't easy to capture significant share in our core markets. But we have a long track record of increasing content in our core markets, and we expect to capture meaningful shares in the new markets we are now addressing and, hopefully, in other markets we'll identify in the future.
In 2011, our plan to address these new markets on a long-term basis was enhanced by the establishment of 2 dedicated sales teams, one to focus on adjacent markets and the other on aftermarket opportunities. As with other investments, generating a favorable return on this investment will take some time, but we expect this effort to increasingly result in profitable new revenue streams in 2012 and beyond. Our third long-term goal, controlling cost and maintaining high-production efficiencies, has also been a hallmark of our long-term success. Well before the recession, we embarked on a significant cost reduction program and eliminated more than $20 million of fixed costs. Further, over the last decade, you have heard us discuss our progress in various benchmarks for production efficiencies. Our executive compensation plans are based on bottom line results and management remains focused on costs.
However, in 2011 our fixed costs increased. This was largely in response to the $100 million growth in sales we achieved through the unusually high level of investments we made in 2010 and 2011. At the same time, as is typical in acquisitions and other investments in growth, we incurred significant start-up costs on these projects, which largely offset the early profits from those investments. However, we're now seeing improvement in the profit returns generated by these investments, start-up costs related to acquisitions are being substantially reduced, and we expect our new aluminum extrusion operation to become a source of significant cost savings over the next few quarters. In 2011, we temporarily experienced higher-than-normal production costs at one of our existing product lines in large part because of our significant market share gains over the last few years that strained production capacity. In response, capacity was increased in this production line, management changes were made and production improvements, which will have long lasting bottom line benefits, were implemented. As a result, fourth quarter operating results of this product line improved markedly compared to the third quarter and will continue to improve.
We believe the key to accomplishing our long-term goals depends, to a very large extent, on the capabilities, experience and focus of our employees and managers. We are very lucky to have a dedicated group working together as a team to continue to improve Drew. Another ingredient for our continued success is the long-term health of the primary industries we serve. I believe that both the RV industry and the Manufactured Housing industry provide the affordability and the quality that consumers will increasingly demand. The RV industry enables families to take affordable vacations and provides quality products, as well as quality of a different sort, quality time with family. The Manufactured Housing industry produces affordable homes that provide outstanding quality and value for the price. In the coming years, as consumer confidence improves, and the real estate market begins to recover, the affordability and quality that both these industries provide should lead to growth.
Recent indicators have also been positive, including the encouraging reports that activity at the big Tampa RV show and other shows early in the year and the fourth quarter, increases in manufactured housing industry production. It was also encouraging to see that manufactured housing, excluding the homes sold to FEMA, exceeded 10% of single-family housing starts in 2011, up from 9.3% in 2010. The better-than-expected job growth for the last 2 months is also encouraging. While this doesn't necessarily foretell a long-term trend, it is the kind of news that helps build consumer confidence that's important to industries. Looking forward, among our top priorities in 2012, are to achieve favorable returns on the investments we've made over the last 2 years, while at the same time, continuing to focus on cost control and higher production efficiencies. Now I'll ask Joe to discuss our results in more detail. Joe?